TikTok has exploded in popularity over the last few years, evolving from a platform for teens to lip-sync and dance to short videos into a powerful marketing tool for brands and businesses. With over 1 billion monthly active users, it’s clear that TikTok is more than just a fad.

TikTok represents an exciting new way for marketers to reach a highly engaged audience, mainly Gen Z and young Millennials. The platform’s algorithm is finely tuned to understand users’ interests and serve relevant and entertaining content. This makes it easy for brands to reach a targeted audience through marketing campaigns.

But is TikTok marketing right for your business? Here are some pros and cons to consider:


  • Massive reach: The considerable user base provides access to an audience that may need help to reach on other platforms.
  • Engaged users: TikTok’s users are very active, with average session lengths of over 10 minutes. They are responsive to trends and viral content.
  • Viral potential: The right TikTok video campaign can go viral rapidly, expanding brand awareness exponentially.
  • Ad options: TikTok now provides a range of advertising options, including video ads, brand takeovers, and in-feed native ads.
  • Shoppable features: TikTok is experimenting with shoppable video features, which allow viewers to shop for products directly.


  • Learning curve: Mastering short-form video content may require your marketing team to learn new skills and strategies.
  • Investment required: Creating high-quality videos, running ad campaigns, and measuring ROI need time and budget.
  • Limitations for B2B: TikTok skews toward younger demographics, so it may not be suited for B2B marketing.
  • Content dilution: As more brands join TikTok, standing out with engaging content may become more complex.
  • Uncertainty about the future: There are open questions about data privacy and whether TikTok may get banned in some markets.

Overall, TikTok presents exciting opportunities for consumer-facing brands to engage audiences through creative, interactive content. But it requires thoughtful strategy and execution to cut through the noise.

Here are five tips for marketers looking to leverage TikTok:

  1. Study what’s working: Spend time analyzing trending content and successful brand campaigns on TikTok to understand what resonates.
  2. Create genuine, fun content: TikTok users seek entertaining, shareable content. Brands need to let their guard down and engage in a relatable way.
  3. Use influencer marketing: Collaborating with TikTok creators with loyal followings can rapidly expand your reach.
  4. Optimize hashtag strategy: Using a mix of branded and trending hashtags expands discovery while building associations.
  5. Promote your TikTok presence: Let your audience on other platforms know about your TikTok account through paid and organic promotion.

The marketing landscape is shifting rapidly, and TikTok is the latest shiny object grabbing attention. But only some brands need an intensive presence there. Consider your target audience, resources, and video storytelling comfort level before diving in. With the right strategy tailored to your business, TikTok can become an impactful addition to your marketing mix.